Unity will partner with Livewire, a global gaming marketing company building the next-gen attention platform, to provide in-game mobile advertising inventory across ANZ.
Through Livewire, media buyers will be able to execute scaled mobile gaming media campaigns through a local partner with expertise in the ANZ media landscape. The partnership taps into Unity’s engaged mobile gamers, offering TV-level reach with digital-level precision across every demographic in the region.
Unity powers over 71 per cent of the top 1,000 mobile games globally1, delivering unparalleled reach that spans nearly every demographic, device, and type of player.
Underpinning this partnership is Livewire’s proprietary Gamer.ID platform, a privacy-first solution for reaching ANZ’s 14 million plus gamers through first-party, deterministic data.
Gamer.ID segments audiences by ‘Player Archetype’ based on in-game engagement signals rather than relying on demographic proxies, and bridges the gap between Unity’s mobile inventory and the broader ecosystem, enabling cross-device targeting across PC, YouTube, and Connected TV (CTV).
With closed-loop measurement linking in-game ad exposure to real-world outcomes including retail sales and brand lift, ANZ marketers now have the infrastructure to plan, execute, and prove the value of gaming as a core media channel.
Adam Fischer GM APAC at Livewire said: “This partnership establishes a single, streamlined point of access to the most premium mobile gaming inventory in ANZ,”
“Gaming captures the same consumer attention as social media, but only a fraction of brand investment. With Unity’s scale and our Gamer.ID intelligence, we are providing ANZ marketers with the tools to confidently shift gaming from experimental to essential” Fischer added.
Chris Feo SVP of Programmatic at Unity said: “Australia represents a sophisticated advertising market with strong demand for measurable, brand-safe gaming inventory. Brands are looking for engaged audiences in environments where attention is earned, not interrupted,”
“Livewire’s local expertise and Gamer.ID technology make them the right partner to connect ANZ brands with our global network of players, adding a layer of precision that delivers real results for advertisers” he added.
